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Leveraging Internal Comparison Websites as Performance Marketing Channels: The Next Step in Market Positioning
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Orientador(es)
Resumo(s)
This thesis focuses on how comparison websites influence consumers' purchasing behavior
and, more importantly, on how companies can utilize them internally as a digital marketing
channel. With the growth of digital device usage, namely as part of the product research by
consumers, comparison websites appear as one of the primary sources of information
consulted throughout the purchase journey and offer brands a vital chance to position
themselves in the mind of buyers, making it more critical than ever to understand these kinds
of channels. To facilitate this research, a mixed-methods approach was employed, comprising
a survey that gathered quantitative insights into user behavior and perceptions of comparison
sites, followed by semi-structured interviews to gain qualitative depth into these insights.
Additionally, a case study featuring a company in the mattress sector that has been deploying
comparison websites as a marketing channel for a few years was also selected to demonstrate
real-world implications and results. The findings reveal that comparison websites are primarily
used during early and evaluative stages of the decision-making process, especially for complex
or high-involvement products. Key factors that influence trust in these platforms include the
amount of information featured, perceived impartiality of the site, as well as ease of use and
design. The research also demonstrates that overall feelings towards comparison websites are
positive, leaning towards trusting the information presented, which leads to a higher
willingness among consumers to explore featured brands they didn’t previously know, as well
asto reconsider known brands that didn’t make the rankings. For brands, maintaining a steady
presence on these websites is crucial to position themselves and capture the interest of
consumers, as well as drive conversions. This thesis provides practical insights into digital
marketing strategy and contributes to a broader understanding of how digital intermediaries
influence modern consumer journeys.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Affiliation Marketing Brand Positioning Comparative Advertising Consumer Acceptance Consumer Behavior Digital Marketing SDG 8 - Decent work and economic growth